Unilever Disgusted By Facebook And Google

Unilever Disgusted By Facebook And Google

Worldwide major FMCG player Unilever has threatened Facebook and Google that it will withdraw its advertising on the social media platforms if they fail to remove content that creates division in society and promotes hate.

Unilever Chief Marketing and Communications Officer Keith Weed spoke about the need for platforms to regain consumer trust and provide safer surroundings for advertisers during a talk at the IAB's annual leadership meeting in California on Monday.

"We can not continue to prop up a digital supply chain - one that delivers over a quarter of our advertising to our consumers - which at times is little better than a swamp in terms of its transparency", Mr Weed said, according to a speech...

P&G chief brand officer Marc Pritchard gave a five-point plan on how to fix the issue and demanded companies like YouTube come up with greater controls to avoid having ads appear near content such as ISIS videos.

Keith Weed, whose team spent $9.3 billion on marketing past year, will issue the warning at an Interactive Advertising Bureau in New York City today.

Youtube, which is owned by Google, has had public audiences review each second of the video that is part of its Google Preferred program, which is popular for marketers to pay for ads. "They do care about fraudulent practice, fake news, and Russians influencing the U.S. election", Weed says in the speech.

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Weed's remarks focus on the breakdown of trust, as shown in 2018's Edelman Trust Barometer and which he deems a big problem for businesses. Google found 43 hours of Russian-made political content on YouTube, and Twitter said it discovered almost 2,800 Russian accounts that tweeted 1.4 million times during the campaign. Keith has always pushed us and the industry to be better.

In response, Google, Twitter and Facebook have all taken steps to eliminate fake accounts and clamped down on harmful material that is shared on their networks. "Not to say it is not important, but they probably have more independence from digital (ads) than some other firms", she says.

Facebook "fully supports Unilever's commitments and (we) are working closely with them", a spokeswoman said Monday.

Unilever's move comes after it was criticized past year for a Dove ad on Facebook that many viewed as racist and received hateful attention and even boycotts.

Though Weed does not call out specific companies, his terminologies make it clear Unilever is referring to platforms like Facebook and Google, two companies that have been fraught with controversy over ad practices.

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